Facebook marketing weekly review (September 6th)

This week there has been more opinion and debate about the recent changes to Facebook’s EdgeRank algorithm and promotions rules. Benchmark your Page thanks to the AgoraPulse Facebook Page barometer for August and find out just how much you need to spend on your Facebook advertising campaign.

#1 When to Run a Competition on Your Page

Author: Emeric ErnoultAgoraPulseWhy read this article?
It is now possible to run a competition on your Page without the use of an app, thanks to changes in Facebook’s terms of service. Is this a positive move or a potential nightmare for Page admins?

What’s the PULSE on This?

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If you are a small business the new rules will help initially – but usability in terms of achieving ROI from your page, is limited.

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A good example of this limitation is using promotions to build a list. In this instance an app is the way to go.

#2 The Two Faces of Facebook

Why read this article?
Facebook has always tried to improve the user experience on the social network, but now there is another task master at play – shareholders. We have recently seen two seemingly contradictory updates, the rewarding of quality content in the EdgeRank algorithm and the relaxing of the rules on running a promotion. How does this affect you?

What’s the PULSE on This?

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Use high quality content to ensure your content seen in the newsfeed.

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If you are a small business the rules change will help initially – but if you are focussed on building a list for example an app is the way to go.

#3 To app or not to app? That is the question.

Why read this article?
Should you invest in a competition app now that Facebook allows you to run competitions directly on your newsfeed? When is it useful to use an app and what restrictions remain after the change to the rules for running a promotion? That’s a lot of questions folks…

What’s the PULSE on This?

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Developers – If, like us, you are an app provider, read this post to learn more about technology risks for tool providers.

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Providers shouldn’t rely solely on apps for Facebook, and make sure that they offer more than just basic apps or revenue will suffer.

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Advertisers – The new rule is bound to result in increased revenue for Facebook as SME’s pay to promote competitions in News Feed.

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Page Managers – use apps to build a list, control competition entries or to build a fan profile. Be professional in how you run promotions and it will reflect positively on your brand.

#4 Expert Opinion on the New Promotions Guidelines

Why read this article?
Every Facebook marketer we have spoken to over the past few weeks has an opinion on this. Some love the change, particularly for small business owners; others see the potential pitfalls, both in terms of advertising spend and virality.

What’s the PULSE on This?

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If you are a small business owner with a limited budget, the news is good.

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Be wary of filling the newsfeed with spam. This can result in negative feedback, which affects EdgeRank

#5 AgoraPulse Barometer: The Results are in!

Author: Emeric ErnoultAgoraPulseWhy read this article?
The results of the AgoraPulse Facebook Barometer have been compiled for August. Benchmark your Facebook Page compared to similar Pages in your industry.What’s the PULSE on This?

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If you are in the clothing industry you will do well on Facebook in terms of engagement

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This is possibly due to a number of factors (female audiences, attractive graphics, it’s an FMCG)

#6 Performance Comparison – Paid Vs. Organic Posts

Author: Cynthia Boris, Marketing PilgrimWhy read this article?
This study compares the performance of different types of Facebook posts – photos, status updates and offers in terms of virality, organic reach and click-through rate, broken down into free and paid to promote posts.

What’s the PULSE on This?

Know what your objectives are:

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If you are looking to attract more customers, then paying to promote Posts will help.

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If your objective is for people to click through to the Page, paying to promote Posts is not a good strategy.

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Promote the app if you have a competition, sign-up etc.

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If you want Fans to walk into your shop – paying to promote the Post is a good investment.

#7 How the New News Feed Layout Affects Marketers

Author: Guest Post, Inside FacebookWhy read this article?
News Feed can now be categorized so users can choose what types of updates to see. They can see all of them or filter just the photos or games. Not everyone has the new layout, but it is slowly rolling out to more and more users. Find out what the new layout means for Facebook marketers.

What’s the PULSE on This?

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Diversify content so Posts from your Page will appear in different filters.

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Create engaging apps that customers will return to.

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Page admins no longer need to be concerned about how images look on mobile as the new newsfeed will be streamlined across desktop and mobile.

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Users will be shown the original videos and the engagement on them will be all in the same place – Facebook marketers no longer need to visit Insights for the engagement stats on videos.

#8 How Much to Spend on Promoting your Page

Author: Jon Loomer, Jon Loomer DigitalWhy read this article?
This is a million dollar question – though not, thankfully, the answer! Find out the type of advertising you should be focussing on based on your budget and the size of your Page.

What’s the PULSE on This?

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Use ads to get new relevant likes if your budget is less than $100 per month.

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Use ads if you want to promote a blog post and drive traffic to your website.

Did we leave anything out? Why not let us know what you think of this week’s roundup? “Like” us on Facebook and leave your comments and if you would like to know more about your page reach, check out our cool [free] tool

Richard is a Client Happiness Jedi for Agorapulse, based out of San Francisco and Paris, advising agencies and brands across the globe on Facebook page management and marketing. He sings Bachata in the shower and dances salsa 3x a week whether he needs it or not.

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